Firstly I would have a brief introduction about Roxy. Roxy mainly targets young people and their niche market is surfing, snowboarding, swimwear and other extreme sports, in which their brand has faced a tough competition with other brands that sell similar products. To attract young customers, Roxy uses various media outlets, including Facebook, Twitter, Youtube and blog.
Here I would like to propose some new digital marketing strategies for Roxy, which include social media strategy, online advertising, and mobile marketing. For social media, I would suggest them build a profile on Pinterest because of their visual appealing feature. Also, Roxy could upload some teaching videos of surfing, snowboarding and swimming on Youtube or hold a contest asking consumers to upload their own videos related with Roxy. For online advertising, I proposed a Google AdWords campaign. Some keywords I suggest for Roxy are surfing, snowboard, swimwear and X-sports. The ad copy could be “Find your Roxy-style suit for surfing, snowboarding, swimwear and X-sports!” or "Wear like a Roxy girl: surfing, snowboarding, swimwear and X-sports." For mobile marketing, I suggest Roxy build an app for their brand, providing information about their product, advertisement, promotion, events, blogs, etc.
To evaluate success of those strategies, we could count the amount of Pinterest or Youtube followers, use Google Analytics to collect some data, and count app downloads. I propose a $50,000 budget for these strategies, with $24,000 for Google AdWords campaign, $1000 for the reward of Youtube contest winner, and $25,000 for app development.
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